Update:

Matilda Djerf has publicly apologized after several former employees accused her of bullying and creating a hostile work environment, saying she had “failed” as a leader and colleague.

“When I founded Djerf Avenue, I never expected that the company would be what it is today, with so many team members and so much responsibility. I wasn’t ready,” she wrote in part on Instagram. “I had never led a team before, I had never built a company before, and under a lot of stress, high speed and naivety, I failed to be the leader and colleague I wanted to be along the way. About that, I’m so, so sorry.

Original story below:

Matilda Djerf has created an empire with her personal brand of effortless, chic, Scandinavian cool. But according to anonymous former employees in her home country of Sweden, her demeanor is anything but relaxed.

The former fashion blogger-turned-influencer-turned-entrepreneur is accused of exercising a reign of “psychological terror” as head of her clothing line Djerf Avenue: she bullied employees, called a plus-size model “fat” and once allegedly demanded by a staff member to clean their personal toilet. The bomb report in the Swedish newspaper Aftonbladet is slowly making its way onto English-language social media, where fans are flooding their accounts with questions and criticism. In response, Djerf told the newspaper she was “truly sorry” and apologized for any incident in which a worker felt mistreated.

In this edition of TL;DR you’ll find everything you need to know.

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Lifestyle, beauty and fashion influencer Matilda Djerf has been accused of creating a toxic work environment by a group of former employees at her company Djerf Avenue.

Wait, I need more. Who is Matilda Djerf?

Matilda Djerf, 27, is a Swedish influencer with more than 4.5 million followers on TikTok and Instagram. She is perhaps best known for her Scandinavian cool-girl aesthetic, her minimalist and chic fashion, and her bouncy blonde hair, whose style – the butterfly cut – made her popular.

According to details, Djerf founded her clothing line Djerf Avenue with her boyfriend Rasmus Johansson in 2019 The New York Times. The brand sells staples in muted colors, as well as hair products, home goods and more, and ships worldwide.